Nutrition Australia

The Brief

Nutrition Australia found that about 95% of Australians weren’t eating enough fruits and vegetables. Young adults and teens, in particular, were guilty of some of the least healthy dietary habits and were especially difficult to reach with ‘eat healthy’ messages.

Services Provided

Branded content production, including videos and static assets used on Nutrition Australia’s website and social media channels

Execution

We investigated the digital media preferences and behaviours of young Australians and created a digital / social media campaign designed to capture the attention of young Victorians.

The campaign delivered the ‘eat healthy’ message differently. We chose to be irreverent and not preachy. We produced four videos starring Melbourne-based comedians, Ash Williams and Kate Dehnert. Two 15-second teasers (one each for Kate and Ash) asked ‘What’s got into Kate / Ash?’. These were followed two days later by two, minute-long videos showing how fruit and vegetables put a spring in their step.

We used Facebook, Instagram and YouTube to distribute the videos and direct traffic back to our campaign microsite, which in itself featured fruit and vegetable recipes, tips, facts and Q&As.

Outcome

We reached 258,406 people on our social media channels alone

We conservatively estimate reach in excess of 300,000 people when we include third party amplification

Overall, 17,634 people engaged with our content on our social channels

Of those who engaged with our content, 70% were between 18 and 24 years old

Melbourne Food & Wine Festival

The Melbourne Food and Wine Festival is an institution and had an exciting a new story to tell in 2016. Kamber was tasked with telling that story in a creative and compelling way.

The Brief

In 2016, the Melbourne Food and Wine Festival launched a new look and feel and a new itinerary. We were asked to create content assets to promote the new brand and help ticket sales both before and during the event. The channels available to us included Facebook, Instagram and Twitter.

Services Provided

Writing and producing animated shorts for use on social channels, digital signage and TVCs

Event coverage throughout the Festival including daily recapture edits

Execution

We had a limited number of brand assets to work with so we looked for and found insights about our audience that led to an approach that used animation and visual humour to capture attention.

We produced a hero film and five vignettes that were tailored for use on social media. Together with a bespoke drum-based soundtrack, our motion graphic series used brand icons in witty edits that communicated the character and dynamism of the event.

These were also adapted for TV, cinema and recreated as shareable GIFs.

We also captured and reported the experience of the Festival as it happened. Our daily highlight videos featured interviews and the best footage from each day.

They were published on the Festival’s social media channels and shared by event sponsors and partners to publicise the event and drive ticket sales.

Kamber have a great understanding of the food and drinks space, and coupled with their creative thinking and social media expertise, are an invaluable partner of MFWF.

Outcome

Our content played an important role in the overall success of the rebranded event. Our two real-time videos published on opening weekend attracted 40,000+ views in less than 48 hours.

There was a 27%increase in attendance across the Festival’s signature events. And, new event, River Graze, saw approximately 120,000 people visit the banks of the Yarra River during the opening weekend.

The new look Master Class featuring eight chefs from around the world also saw a 25%increase in attendance.

ABOUT US

Kamber is a specialist content marketing, video production and social media agency.

We plan, produce, publish and promote content that people crave. Our talented teams are based in Melbourne and Sydney, Australia.

Serving up a content strategy and ‘always on’ program with a difference.

In 2014, Pepperjack Wines and Kamber teamed up to create a content program that went against conventional wisdom and made a mark along the way.

The Brief

Investigate content and channel preferences related to wine and develop a content strategy to establish a social media presence for Pepperjack Wines that distinguishes it from its competitors.

Services Provided

Digital landscape audit and analysis

Content strategy and execution

Content production including video, motion graphics and static assets for use on social media

Digital campaign development and execution

Execution

We conducted a digital landscape audit and analysis for Treasury Wine Estates (TWE) to determine a narrative territory we could own i.e. a content theme or themes that appealed to TWE’s target audience and compelled them to act; and that distinguished Pepperjack Wines from its competitors. The result: instead of focusing only on wine, we made Pepperjack Australia’s premier online destination for all things steak.

We used Facebook and Instagram to bring this strategy to life. Every week, we published content that added value to the communities we were developing. This included tips on how to cook steak, great places to eat steak and unique steak recipes.

Online communities responded and quickly made Pepperjack one of the most popular Australian wine brands on Facebook and Instagram.

Once we established Pepperjack Wines as an authority on the subject we ran a number of campaigns including the Steak Diaries and Steak Source. Steak Diaries saw steak aficionado, Adam North, visiting 30 steakhouses in Australia and Hong Kong in 30 days and publishing his experience on Instagram.

Steak Source was a hub (for everything steak) on Pepperjack’s website. It became the focal point for Pepperjack’s content marketing activities, featuring social media feeds, long form content and a place to host campaign activity.

We worked with Kamber across a myriad of brands over 18 months. Kamber were instrumental in building communities specifically for Wynns and Pepperjack, as well as providing counsel on other brands. Kamber helped ‘introduce’ social media to our business and quickly these brands became ‘best practice’ internally for social media.

— Rebecca Appleton, Global PR Manager, Treasury Wine Estates

Outcome

In less than 18 months, Pepperjack reached more than 4.5 million people via its digital channels, leading to almost 100,000 meaningful interactions. The Facebook fan gain to loss ratio was 19:1, which was seven times the industry average. Our videos received more than 450,000 views with an average retention time of more than 80%

Steak Diaries (campaign): Within four weeks we had more than 24,000 direct engagements and the partner restaurants featured in the campaign received more than 10,000 visits to their websites as a direct result of the campaign

Battle of the Steaks (campaign): Our video was seen by more than 200,000 people and resulted in more than 5,000 entries in the first three weeks.

ABOUT US

Kamber is a specialist content marketing, video production and social media agency.

We plan, produce, publish and promote content that people crave. Our talented teams are based in Melbourne and Sydney, Australia.

Developing and delivering a genuine brand advocacy program.

Wynns is one of Australia’s most loved wine brands, but until it joined forces with Kamber its fans weren’t able to display this passion for the brand online.

The Brief

A much loved favourite on the Australian dinner table, Wynns had already captured the love of its fans. While the tradition of wine making will remain forever unchanged, Wynns new they needed to adopt, adapt and evolve in order to better engage with their target audiences.

In creating a Digital Engagement Strategy, the brief required us to creatively establish ways, using modern media and communication platforms, to reengage existing Wynns fans, build advocacy and ultimately recruit new lovers of fine wine to the brand.

The Solution

Leveraging existing traditions like Wynnsday (the annual release of the latest selection) and in creating new avenues like #Wynnsapedia, a virtual wine tasting event, we were able to formulate a program of work that provided Wynns with a solid, always on stream of content that could engage the lovers of the brand that had been around for years but not connected with the brand online yet.

At the same time, social media and the innovative use of online content allowed us to attract and educate a new age of Wynns lovers. We were successful in lifting the brand visibility and demonstrated advocacy through effective reengagement and growth of the online audience.

Kamber are incredibly responsive and nothing is too hard – they are a delight to deal with and became a true extension of our team. Pleasingly, the Wynns Virtual Tasting concept that they produced for us was recently recognised by the Wine Communicators Australia as a leading example of a new way to communicate in the wine space.

— Rebecca Appleton, Global PR Manager, Treasury Wine Estates

Outcome

We reached 2.5 million users

Created 60,000 valuable engagements

Received 80 voluntary upload submissions

ABOUT US

Kamber is a specialist content marketing, video production and social media agency.

We plan, produce, publish and promote content that people crave. Our talented teams are based in Melbourne and Sydney, Australia.

Leveraging video and social media to tell a complex innovation story.

Telling complex innovation stories can be challenging, but it was our job to make this happen for one of the world’s leading pharmaceutical brands.

The Brief

Our client recently invested AU$31 million in next generation manufacturing technology at their Boronia site in the eastern suburbs of Melbourne. Culminating from 25 years of research that included Monash University and vaccine specialists out of Belgium, the site now provides developed and emerging markets with cutting edge vaccines.

The technology was developed specifically for the advanced aseptic packing of sterile pharmaceutical liquids and affirms the Boronia site as the largest manufacturing facility, globally, for the production of sterile and non-sterile liquid products.

This complex subject matter required a communication program to help tell the story of the technology and its value on a commercial and a humanitarian scale, while further enhancing the innovative reputation of the brand.

The Solution

Reaching the right audiences was key in delivering a very complex information set. We understood that our target audience was time poor and also niche, and further insights revealed that bespoke video offered a sure way to cut through.

A hero video helps communicate the sheer scale of the project and the site and allowed us to engage subject matter experts and highly visual content that documented the project, associated processes and the absolute significance of this innovation.

Share across branded social channels including YouTube, LinkedIn and Twitter, the hero video established a central role in relating the content to a vast audience.

ABOUT US

Kamber is a specialist content marketing, video production and social media agency.

We plan, produce, publish and promote content that people crave. Our talented teams are based in Melbourne and Sydney, Australia.